Paul Gillin

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8 Data Points about the Importance of Customer Experience

Paul Gillin

Sixty-two percent of B2B and 42% of B2C customers purchased more after a good experience , while 66% and 52%, respectively, stopped making purchases after a bad experience, according to a recent survey of 1,000 people who had had recent customer service interactions. How much does the market reward companies that deliver excellent customer experience? That’s gonna be a tall order.

The Trouble with Klout

Paul Gillin

In essence, Klout treats every social network the same and all interactions equally, she said. Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification. The more I look at it, the less I like it. Beyond Followers.

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

Thanks to Facebook, such interactions are common today across hundreds of brands. I’ve helped judge its Social Media Awards for the last four years and also contributed to the annual Interactive Marketing Guide since 2010. I have worked with BtoB for nearly seven years, publishing about 120 columns and articles during that time. He’s in Chicago and hopes to stay there.

BtoB 101

Five Often-Overlooked Reasons Senior Executives Should Use Social Media

Paul Gillin

We constantly seek connection points in all our interactions because they create a foundation for trust. The same applies to online interactions, and that’s why social networks can be so powerful for executives. “I don’t have time to build my LinkedIn profile. I already get more useless messages than I can handle anyway.”. Why would I want to be on Twitter? Sound familiar?

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

How to Run a Great Dinner Meeting

Paul Gillin

Everyone can see and interactive with everyone else. I had the pleasure of being invited to a dinner last night with some local technology luminaries and guest of honor Reid Hoffman , the co-founder of LinkedIn and already a Silicon Valley legend at the age of 44. The meeting was hosted by Larry Weber , a local PR legend and founder of the company that became Weber Shandwick.

PR 78

Social Marketing Wisdom From a True Practitioner

Paul Gillin

Stand Out builds on the premise that a great online presence is a function of distinctive content delivered through multiple channels with the assumption that interactions with constituents are part of the process. In it, Lewis sets out practical guidelines for getting the most out of social media interactions based upon real data from real campaigns. Mike Lewis manages to find one.

How Much Should You Pay For Content?

Paul Gillin

BtoB and I work so well together at this point that there is very little waste in our interaction. Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother. What’s that going to cost you? Like most things in life, it depends. Media Dividend. 10 per word. Search for others.

BtoB 75

How B2B and B2C Marketing Are Different

Paul Gillin

The fact is that much of what works in consumer markets would fail in B2B interactions. My fourth book, Social Marketing to the Business Customer , came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months. Download a sample chapter.

B2C 76

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

LinkedIn is the only major social network that doesn’t permit brands to interact as members. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion. Do you agree?”. link]. Make it Personal. Only people can post content. With that in mind, make sure your posts have a personal tone. Follow Up.

B2B Blogging Gets Publishing Discipline

Paul Gillin

Results: “A near vertical rise in viewership,&# Alan says, and a high quality of interaction with visitors. I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. This is a great chance to take a snapshot of best practices in the field, and I was struck by this year’s entries in the corporate blog category.

Live Blog: Lotusphere 2012 Opening Session

Paul Gillin

” Getting health care providers to interact social is a big challenge. Participants can then interact through avatars to transfer knowledge and discuss. Michael J. Fox kicks off as guest speaker, telling about his diagnosis with Parkinson’s Disease at the age of 29 and how it sparked his interest in the Internet. “I found out I was part of a community.”

Facebook, LinkedIn and Twitter in Plain English

Paul Gillin

My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. The more active members are in the community, the greater their influence and the richer the interactions with other members. version of the classic impression, but social network interactions are potentially much more important because members can comment upon, endorse and share other members’ activities with their own networks. Perhaps you’ll find these basic explanations useful in some context. Facebook & LinkedIn.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

What Social Media Marketers Should and Shouldn’t Do

Paul Gillin

Recent research has shown that people are twice as likely to interact with companies over social media for customer support purposes as for marketing. A journalist contacted me with some questions about social media marketing that I hear quite often. I thought I’d share my responses here. These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should do, and explain why they’re important. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. Don’t be silent.

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

There’s a strong subtext of the need to make interactions more meaningful and personal and for brands to unleash their people to speak as themselves. I happen to be one of the 14 people quoted in this Dell e-book, Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. I have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge. For example: Several of these experts see a strong year for Google+, while most believe Facebook is in for slow growth or even decline. I agree completely.

Awareness E-Book Raises the Bar on Social Measurement

Paul Gillin

Online marketing provides much richer options for understanding how people interact with our content. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. These numbers may be of little value, but at least they’re understandable. Monitor Social Conversations. Manage Social Content.

Facebook Can Work for B2B Marketers, But You Gotta Know the Rules

Paul Gillin

EMC doesn’t use Facebook’s wall to much effect, but its purpose seems more promotional than interactive. For interactivity, it’s hard to beat Intel’s page, which has racked up nearly 2.7 Something as simple as asking people what they plan to do for the weekend can create interaction. * Let’s look at some examples of what they do well. Takeaways.

Rules 56

Sensible Talk About Social Media Measurement

Paul Gillin

The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions can’t be quantified stubbornly persists. Those who still harbor this misconception should do themselves a favor and pick up Measure What Matters , a guide to digital ROI that puts common sense ahead of the current fan/follower frenzy. Volume 2. I highly recommend it.

How to Calculate Social Marketing ROI

Paul Gillin

In order to do ROI right, you need to track every customer contact, not just interactions with the sales force. Web analytics today deliver unprecedented insight about online interactions. This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. My biggest concern is that these ideas are overly simplistic. EMC Corp. Of course not.

ROI 57

Surveys Show ‘Social Business’ Concept Gaining Traction

Paul Gillin

It’s also worth noting that 81 percent of respondents use face-to-face interactions to connect with customers or prospects, underlining the fact that Facebook has its limits. A recent survey of more than 2,000 small businesses by e-mail marketing provider Constant Contact found that 81% say they now use social media for marketing, up from 73% in the spring.

ComScore Data Illustrates But Also Obfuscates

Paul Gillin

Most people interact with the service through third-party clients and services that use the Twitter APIs. This graphic, which appeared in The Wall Street Journal on Tuesday , says a whole lot about Facebook’s success and Google+ ‘s struggles, but it’s an incomplete picture of the true value of social networks. It does that very well. That about sums up my experience.

API 44

McKinsey Research Again Validates Social Technology Benefits

Paul Gillin

Executives at internally networked organizations note the highest improvement in benefits from interactions with employees; those at externally networked organizations, from interactions with customers, partners, and suppliers. Executives at fully networked organizations report greater benefits from both internal and external interactions.

CareOne Cashes In On Community

Paul Gillin

CareOne has invested time and money to encourage the minority who interact. The company clearly cares about bottom-line return, and by being able to track individual visitors through their various interactions with the company, it has shown some impressive results. That industry is debt relief, a field that many people associate with fast talking pitchmen on late-night infomercials.

The Social CIO: Texas Health Builds a Knowledge Engine

Paul Gillin

People are learning to treat each other as people instead of titles, and that improves the quality of interaction. Last week I posted a rant about the failure of CIOs to take a leadership role in their company’s social media strategies. Having played the scold, I also want to recognize the efforts of CIOs who get it. million customers. A group has formed to design local TEDx events.

David Ferrucci on Building the World’s Smartest Computer

Paul Gillin

You want to interact with people who can help you understand meaning. Live blogging Dr. David Ferrucci’s address to the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. Ferrucci was director of the IBM Watson project. Ferrucci tells a story about his daughter’s quote: “Interesting things are boring.” Because that was her frame of reference.

FAQ 18

Social CRM: Curb Your Enthusiasm

Paul Gillin

CRM is a well-established discipline that presumes that the more information we can capture about a customer’s interactions with our company, the better we can deliver products and services that the person wants to buy. It seems only natural that online social interactions should be part of this profile. I encourage you to restrain your enthusiasm. right. But it’s not 2.0

CRM 18

How Will Computers Serve Us in 2020?

Paul Gillin

McAfee : You think in five years I’ll be able to go to Croatia and interact comfortably with the locals? Live-blogging from the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. . Panel discussion: What Can Technology Do Today, and in 2020? Moderator: Andrew McAfee – MIT Sloan, CDB. Alfred Spector, Google. You can do that today. Spector : Yes.

Recent Writings: Negativity, Social Gaffes and Farewell to Case Studies

Paul Gillin

They are delegating social interactions to one person, but they’re shortcutting the learning process by hiring people who can train others. I haven’t had a chance to blog here lately because most of my writing is been on assignment for other publishers. Here’s a sampling of what I’ve been talking about. Love Your Critics. Read more and comment on The CMO Site.

B2B Blogging Excellence

Paul Gillin

When I pass people in the hall, I’ll ask if they had any recent customer interactions that were interesting,” he says. “I’ll I was privileged to moderate the BtoB magazine Social Media Awards Breakfast in New York this week. There I got a chance to meet some remarkable people who took chances on social marketing before it was fashionable and won. Their reticence was understandable.

Engineering360 Joins Expanding World of Vertical B2B Communities

Paul Gillin

” Edited by David Wagman , a journalist and analyst who’s covered engineering for more than 25 years, the site features news, analysis, product research and tools, events, product catalogs, an interactive community and other resources typical of professional networks. Formerly known as IHS GlobalSpec, it was relaunched last week with an expanded news and community focused.

Eloqua’s Innovative Blog Tree

Paul Gillin

According to Eloqua content director Joe Chernov : Our vision is to make this graphic as interactive as possible. Big graphics are a recent trend and a great way to attract attention. People love to share images that creatively display information in formats that make data easier to visualize. According to founder Dave Vellante, the graphic hit Digg.com and traffic exploded.

10 Tips For Moderating a Great Panel

Paul Gillin

The reward of a successful panel is seeing the audience interact both during and after the event, and hearing that all your panelists enjoyed the experience. This topic is a little different from my usual fare. It’s about moderating panels, a function that many of us are called upon to perform at events from time to time. Please embellish these tips with your own comments. Before the Event.

Millennials: Coming Soon to a Cubicle Near You

Paul Gillin

By “speak”, she means text messages, instant messaging sessions, wall posts and maybe a few webcam interactions. For today’s teens, interaction with friends is multi-channel and multimedia. This weekend I’ll pack my daughter off to college, so as a little celebration, I took her and a friend to a Six Flags amusement park this week. They already knew many of them, of course.

Weinberger Wisdom

Paul Gillin

People interact with the medium differently. We want to interact with like-minded people. My definition of a good speech is one in which the speaker tells you something you already know in a way that you’ve never considered before. That’s why David Weinberger is one of my favorite speakers. Here are my notes from David’s presentation this morning to the Mass.

The Power of B2B Communities

Paul Gillin

The SMB market is coveted by technology firms, and many of them pay Spiceworks for the chance to interact with the audience of over one million IT professionals for activities ranging from market research to product design. Here are the first 1,100 words of the chapter on B2B social communities from my forthcoming book, co-authored with Eric Schwartzman, entitled Social Marketing to the Business Customer. The rest of the chapter will go into the various kinds of social communities and how to use them, with examples from the HR, food service, medical and construction industries.

SMB 2

The 24 Best Interactive Websites of 2015

ScribbleLive

Everyone’s been raving about the popularity of web video this year, but a less talked-about form of visual content—interactive websites—can be way more engaging. These sites draw the viewer inside rich stories with stunning photography, videos, words, and interactive elements that create a stimulating personal experience. Important because: This interactive is sheer fun.

9 Types of Interactive Content for Innovative Lead Gen

Act-On

Interactive content can help with that. A study from Demand Metric found that 88% of marketers who use interactive content say their content was somewhat effective or very effective in differentiating it from competitors. Compare that to marketers who don’t use interactive content: Only 55% of them can say the same. Interactive content is also tailor-made for engagement.